Thursday, 20 August 2015

Catering for a range of learning styles with your content marketing

Buyers conduct extensive online research before making large or important purchases, and this is especially true of financial products and services. But understanding financial products and services can be difficult for the lay person.

Financial organisations have role in educating visitors about the range of products and services on offer, and a responsibility to educate as to which is the most likely to suit their personal circumstances.

This post illustrates how financial organisations are starting to present information in formats that cater for a range of learning styles - something that other sectors should sit up and take notice of.

“Don’t create another monotonous, bland and (worst of all) overwhelming financial services product page. Take the time to bring the relevant content above the fold in an innovative way….like videos and iconography.” Maxymiser, 2014

Content marketing that caters for a range of learning styles [Share on Twitter]

Auditory learners enjoy accessing information through listening and like content presented in formats such as checklists. Podcasts are frequently used by reputable publishers such as The Financial Times to cater for this style of learner:

Visual learners, as the name suggests, benefit most from pictures and video. They are likely to want to learn about all the options available before deciding which is right for them. Many financial organisations, such as Skipton Building Society have YouTube channels which they use to educate visitors about a range of topics including help to manage finances; product demonstrations and guides; Corporate Social Responsibility activities, and so on:

Kinaesthetic learners gain understanding by doing, and will prefer interactive online tools such as comparison charts and calculators to help them make purchasing decisions - as seen on the Coventry Building Society website:

Social / emotional learners like to make decisions following discussion with their peers. They will respond well to online communities or live chat facilities. Royal Bank of Scotland have provided a forum where users can share tips and insights with each other regarding the management of finances and investments:

Metacognitive learners like to reflect on a range of information and will seek out knowledge from a range of thought leaders in order to make decisions. These customers are likely to access a number of blogs offering deeper insight into specific issues (for example through white papers and eGuides) before making purchasing decisions.


  • Consumers conduct extensive research before making important buying decisions.
  • Content marketing has an important role in educating your audience.
  • People learn in a range of different ways.
  • Content can be re-purposed to cater for a range of learning styles.

About the author
Claire Cresswell-Lane is a UK based, CIM Chartered Marketer specialising in digital marketing strategy and communications. You can contact her via LinkedIn or Twitter.

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